Targeting the Fun Neighbourhood Crew
Kahlúa, the Mexican pioneer of coffee liqueur, recognizes the importance of moving with the times. Striving for long-term success, the popular brand embarked on a mission to attract the next generation of Kahlúa drinkers – the Fun Neighbourhood Crew. Realising that a packaging redesign was key to recruiting millennials, Kahlúa sought graphics that would reflect its quirky, unique personality while ensuring its Mexican heritage was clearly conveyed. Recognised globally, the world’s the stage for this well-loved brand. The design needed to communicate consistently from a global level while incorporating regional nuances across the US, Canada, the UK and Asia.
A Taste of Heritage
Our brief was straightforward… design ideas should be fun and delicious! To grasp how to best convey taste, we delved into the world of chocolate, mint, vanilla and salted caramel across several flavourful categories. We also pored over alcohol brands and (of course) explored the world of Mexican culture to draw creative inspiration. We kept the target market (males and females from legal drinking age to around 34 years old) in mind along with global limitations.
Pattern Takes Centre Stage
We were captivated by intricate Mexican textiles. This discovery sparked our idea to create unique patterns for each of the four flavours. This serves as a visual reference to the culture while allowing for easy identification between flavour varieties. The motifs mix embellishments with iconography, which fittingly evokes each flavour profile. Our design features lively colours, paying homage to Mexican heritage and hinting at the playful spirit of the drink. Cheers!